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The pros and cons of social media marketing Social media is an undeniably powerful marketing tool. Whether you are running a small business or launching a major startup, social media Social media is an undeniably powerful marketing tool. Your audience is already spending a lot of time on social platforms. The majority of Americans under the age of 65 use some form of social media, according to a study from the Pew Research Center : 64 percent of people age 50 to 64, 78 percent of those age 30 to 49, and 88 percent of those age 18 to On Facebook, the most widely used social media platform 68 percent of US adults , nearly three-quarters of users visit the site daily.

But should social media be your main marketing tool? Social platforms like Facebook, Instagram, YouTube, and Twitter offer valuable opportunities for your business, but are they capable of meeting all your marketing needs? Here are some of the pros and cons of relying on social media as your primary marketing vehicle.


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Social platforms provide unique advantages that other marketing tools do not:. Instead of guessing what they like and dislike or paying for focus groups to identify their interests and priorities, you can find out in real time. Browse their photos and videos and read their tweets and status updates to learn more about what makes them tick. What type of content do they engage with and share? Knowing what products they rave about and what pet peeves drive them up the wall gives you intel to craft interesting social content and inform your overall business strategy.

Social media erases barriers between you and your audience. Every interaction you have with a customer — whether positive or negative — is a chance to build a positive brand reputation and deliver personalized customer service. If a customer posts a glowing review of your company on Twitter or publishes a fun video of your product on Instagram, you can thank them right away and share their content on your own profile. Or if a customer complains about a problem on Facebook, you can immediately comment to apologize and offer your support in solving the issue.

Where do you fit in the new digital ecosystem? | Deloitte Insights

With quick, empathetic responses on social media, you can turn a happy customer into a loyal brand ambassador or a disgruntled shopper into a return buyer. Establishing an active social media presence can help you get noticed by your target audience. And as you build engagement among your followers, your content will show up more often in the feeds of their followers. An analysis from Hootsuite found a strong correlation between social media activity and search rankings. It concluded that creating and sharing quality content on social platforms can lead to a boost in search rank and visibility.

The average daily time each user spends on a messaging app is expected to be 12 minutes in As social media sites become harder to leverage, this very large user base offers a prime market for brands to target. From automating and improving customer service to driving direct sales and building more 1-to-1 relationships with customers, messaging apps present several opportunities for brands.

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Kik is a cross-platform mobile application used for instant messaging. It is similar to Facebook Messenger or Snapchat. Users can message individual friends as well as groups on Kik. Instead, users can maintain anonymity by registering with a username or email. Kin can then be redeemed online through the gifting platform Hawk. This feature offers brands a way to drive further interaction with consumers. There is no shortage of statistics on the effectiveness of influencer marketing and why brands are putting more money behind this channel.

Vero, a Social media site to help you capitalize on influencer marketing.

Leading With Next-Generation Key Performance Indicators

Vero is similar to Instagram, offering users the ability to share all types of content with their followers, who can be classified as a friend, close friend, acquaintance, or follower. Since there is no algorithm to determine which content gets seen, Vero offers brands and influencers an organic platform where their content will be seen. Think back to the early days of Facebook and Instagram. This makes the platform especially enticing for influencers who have found it increasingly difficult to maintain their presence on Instagram.

Should Social Media Be Your Main Marketing Tool?

Brands that are interested in exploring Vero should set up a profile, encourage customers to follow and use it as a discovery tool to identify new influencer partners. Too many companies still lack the data management expertise to fully connect, integrate, synthesize, and activate the first-party data derived from their content offerings, advertising products, and user relationships.

Some lack the metrics, processes, and discipline to generate robust insights into user intentions. By increasing their focus on registration examples include digital subscription products and video games in which players must create a unique personal ID before they play , companies can develop deeper, more proprietary insights into demographics, interests, behaviors, and devices used. Companies also can create valuable first-party data from direct interactions with fans.

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Aided by this granular feedback, video game companies can strengthen their operations in the areas they know will affect key performance indicators, such as daily average users, time spent per visit, return and churn rates, player satisfaction, and net promoter scores. User acquisition and fan retention. The WSJ and Schibsted then tailor the user experience by, for example, enticing high potentials with greater content access before they hit the paywall and acquisition promotions emails curated with user-relevant content and special subscription offers to encourage conversion.

Schibsted has said its prediction model has significantly improved the effectiveness of its audience acquisition efforts, identifying readers who are three to five times as likely as average users to subscribe. To keep fans of Marvel franchises such as Guardians of the Galaxy and the Avengers active and engaged between new films and other product releases, Disney has created a fan loyalty program, dubbed Marvel Insider.

Insiders earn points as they interact on social media, purchase comics, watch videos and trailers, play mobile games, listen to podcasts, and complete fan surveys. As fans gain points, they get access to Marvel Insider—only rewards and events. In return, Disney establishes a registered relationship collecting more first-party data with its most loyal fans and a channel for learning what is most important to them, today and tomorrow.

Since the company launched Marvel Insider in late , approximately 80 percent of insiders have earned points post-registration, and they are spending more than non-insiders in areas such as mobile games.

User experience. This means taking an end-to-end view of what drives user engagement and loyalty — before, during, and after consumption or purchase as well as across content, distribution, and technology. The winning companies will excel as general contractors, orchestrators, and integrators that ensure that an end-to-end user experience meets the needs and expectations of fans. Most of these fans will never set foot in the Old Trafford stadium. For younger fans in every geography, traditional TV is playing a less central role in media consumption.

In the last two years, ManU has prioritized investments in social and mobile media as well as in an expanded in-house media and content operation. MUTV has increased its emphasis on exclusive content, focusing on original productions, documentaries, and pre-match coverage. The video service is connecting with fans in global markets — 40 percent of subscribers are in the United States.

The average age of an MUTV subscriber is With MUTV at the center, ManU is building a digital media ecosystem in which multiple revenue streams will flow: direct-to-consumer subscriptions, digital advertising and sponsorships, and e-commerce. Strategic revenue management.

They must understand revenue trends for key brands, user segments, and initiatives; competitive dynamics that affect the addressable market; and drivers of conversion, churn, and lifetime value. They have the decision rights to optimize existing businesses and green-light new revenue opportunities. They are willing to have tough discussions internally about the trade-offs and expectations associated with new revenue streams. As digital engagement grows, cross-functional collaboration will be essential to defining the market, product, and technology requirements associated with creating winning user experiences.

Companies must bring together functions involving content, product, audience development, business and partnership development, sales, and operations in more flexible and integrated ways. In startups, this can be easy. In established companies, achieving the required level of sustained teaming, functional alignment, and ownership can be much harder. Standing up smaller, dedicated teams with clear performance indicators outside the traditional revenue streams can be a solution to these challenges.

There is a final capability, or rather a mind-set, required to develop revenue streams: patience. Sustained focus, commitment, and resources are critical ingredients in new revenue stream success. For many companies, developing these streams successfully requires important changes to their business strategy, operating models, culture, and talent.

Leadership teams need to ask themselves important questions related to the dynamics of their businesses, products, and brands. Do we really know our fans? How can we build a bigger fan base? Which revenue streams and revenue-generating models are the right ones for us? And do we have the necessary capabilities in data, acquisition and retention, user experience, and strategic revenue management to accelerate revenue generation?

The time to do so is now. The growth of Prime membership has opened up a new stream of revenues for Amazon: advertising. Amazon has exactly what many other marketers wish they had as they seek their ideal consumers. Amazon knows what brands users want thanks to their product search and purchase history. It has insight into what drives user engagement and user interests through Prime Video. Reviews and mentions of publications, products, or services do not constitute endorsement or recommendation for purchase.

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